07:01:25:04 VS different people asking about the new Chevrolet: MS shopkeeper in tie and apron bagging groceries “Have you heard anything about the new Chevrolet?” CU older man wearing glasses and hat in car “Wonder what the new Chevrolet is going to be like?”; two women carrying baskets walking out door “And I heard the news are going to be even more comfortable”; MS profile man in hate wearing leather gloves holding lit match about to light cigar “Yes. I am going down to see it”; MS young couple dancing woman says to her partner “I’m anxious to see the new Chevrolet; two boys walking in park “Dad says it will be out soon!”; CU man shaving with shaving cream on face “Yeah you gotta hand it to Chevrolet”; teenage girl looks up from straw in drink “It’ll be some car!”; teenage boy putting on football pads looks up “When’s it coming out?”; CU man from knee down hitting golf shot; MS sweaty workman in cap; CU mouth “In November.”
07:02:12:14 VS inside Chevrolet factory; parts moving down conveyor line; workers in clear division of labor; enormous gears and machinery; workers in assembly line.
07:03:15:28 Man working at desk, drawing and writing by lamplight, throwing away draft after draft in frustration.
07:03:26:11 VS advertising artists at work: artist in profile airbrushing at drafting table, word “Militant” flashes in frame; front angle MS artist at work “Provoke Conversation” superimposed over shot; artist in profile smoking pipe “Salesman Can Pick up and Use” superimposed on shot; low angle photographer taking picture with old fashioned large box camera “Truthful” superimposed.
07:03:56:08 spinning words on fire read “The Complete Car- Completely New.”
07:05:45:04 Man seated in front of wall of input jacks and dials, patching cables into inputs.
07:06:20:27 Mostly hatted men in suits and overcoats and women fancily dressed perusing Chevrolet showroom.
07:08:03:09 CU dozens of different newspapers in cascade running like credits up screen.
07:09:25:29 Stop-motion animation using popular magazines Literary Digest, Colliers, Time, Literary Digest, Fortune, Better Homes & Gardens, Vogue, Woman’s World, McCall’s, Esquire, Harper’s Bazaar etc. Four magazines added at a time creating symmetrical patters out of magazine pile; magazines then jumbled and restacked.
07:10:09:02 CU “1937 Portfolio of Local Advertising for Chevrolet Dealers” booklet and man’s hands leafing through booklet.
07:10:20:16 VS six different Chevrolet billboards for new 1937 model.
07:10:20:24 Billboard “Chevrolet New Perfected Hydraulic Breaks”; giant clock built into billboard reads 10:30.
07:10:26:26 CU clock read 10:22.
07:20:28:12 VS low angle Chevrolet billboard with slogan “The Complete Car- Completely New”; large clock built in billboard reads 2:00.
07:11:21:28 Strange hallucination-like shot of same hands typing on typewriter multiplied many times (as an insect sees)
07:11:25:09 VS CU newspaper headlines “Cities N.W. Gain in Auto Sales,” “Old Dobbin Never Did This Well”; CU mans hands typing on typewriter; CU newspaper headline “Huge Building Program for Auto Plants” and front page photograph of Chevrolet executives; CU side angle of typewriter typing on paper; CU newspaper headline “New High Hit By Chevrolet,” “Chevrolet No., 12,000,000 Off To Tour Country” with picture of man in the 12 Millionth Chevrolet; CU typewriter printing on page; CU headline “6-Foot Hen Lays ‘Em Big--Talks Too”, “It’s Gertrude the U.S. Chick,” front page photograph of 3 men shaking hands in front of giant clock reading 9:15.
07:11:56:29 All-American soap box derby; crowd of hundred; “Chevrolet Sponsored It” flashes over shot.
07:12:20:28 Three Black people tap-dancing on stage for whites at circus dissolves to circus poster with elephant reads “Only African Elephant Exhibited With Any Circus,” dissolves to row of walking elephants outside circus tents wearing banners “Chevrolet with perfected hydraulic breaks,” “Chevrolet Solid Steel Turret Top,” and visible ad in background “This circus uses Chevrolet trucks exclusively.”
07:12:29:23 Great topographical model map of US with electric lines spanning coast to coast; six sets of hands superimposed over model tuning radio dials.
07:12:50:10 VS violinist Rubinoff in front of orchestra, looks past camera and raises eyebrows; camera zooms out.
07:14:06:17 Screen split into quarters each runs VS from the film.
June 11, 2014 Subject:
WAIT A SECOND!
Great overview of what dealers could expect with their new shipment of 1938 Chevrolets in terms of advertising. Radio! Newspaper! Motion Pictures! The promotional juggernaut was out in full force for this apparently! No beating around the bush! Great collages and shots and what not, but the actual film is far too long (or it just feels like it)